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Thinking Inside The Box More Creatively with Dan Cohen, Executive Creative Director at Saatchi New York
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Dan Cohen loves a good challenge.
Tell him he can’t say something in a campaign headline and he’ll find a creative way around it, to the delight of clients and customers alike.
Over the past thirty years, Dan’s creative, collaborative approach has helped a wide variety of brands in commoditized categories, including Bounty (paper towels), Charmin (toilet paper), Pampers (diapers), Pepto-Bismol (digestion), and Puffs (facial tissue).
He’s also worked on the other side of the advertising spectrum, re-energizing luxury brands like Rolex, DeBeers, and Bentley.
No matter what he’s working on though, Dan always manages to find those aha moments hiding in plain sight - in data points, personal experiences, and in casual conversations with his creative teams.
Some of my favorite aha moments talking with Dan include:
- The data point that became a powerful springboard for Bounty’s latest campaign
- How to build awareness for brands in commoditized categories
- Charmin’s creative activations in unexpected places like Pottypalooza and Times Square
- How Gen-Z has upended the traditional approach to linear storytelling
- The summer job Dan had in college that taught him a valuable lesson
Show Notes:
Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.
Wingmen Gronk & Julian Edelman Spill the Sauce on Their Patriot Days
Lions - Bounty Wingtracker Campaign | The Work
Charmin Restroom Activation in Times Square
Charmin Rollbot at the Consumer Electronics Show
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